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TikTok’s Taking a New Approach to Promoting its Live Stream Shopping Tools in the US

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TikTok’s Taking a New Approach to Promoting its Live Stream Shopping Tools in the US

While user interest thus far has been relatively low, TikTok continues to push ahead with its live-stream commerce initiatives, in the hopes that it can replicate the success that it’s seen with such in China in other markets around the world.

After scaling back its live commerce push in Europe, due to various teething problems TikTok’s now taking a new approach in the US, where it will reportedly partner with established live shopping network TalkShopLive to boost awareness of its shopping broadcasts.

TalkShopLive hosts an expanding variety of live shopping streams, covering a range of topics and product categories, and is steadily becoming a popular online product discovery and shopping destination. The platform doesn’t share specific user numbers, but it did note last year that sales made via TalkShopLive broadcasts were increasing at a rate of around 85% month-over-month.

That’s largely been led by an array of popular celebrities signing on to sell goods via the app, including Oprah Winfrey, Paul McCartney, Dolly Parton, Alicia Keys and more.

TalkShopLive

TikTok will presumably look to form a new partnership with TalkShopLive that will see its own live shopping broadcasts cross-posted to the platform, which would then help it reach more engaged, active shoppers, and further promote its live-stream commerce offerings to this group.

At the same time, TikTok’s also partnering with various influencer agencies to get more popular creators on board with its live shopping tools.

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As reported by Rest of World:

“TikTok is partnering with influencer agencies around the world, hoping to build a robust live community with a culture of gifting that can become the app’s next revenue stream. Rest of World spoke to agents based in China, the Middle East, the U.S., and the U.K. — all of whom confirmed that they’re working with TikTok to train their community in the best way to gain an audience, and solicit gifts.”

So on one hand, TikTok’s looking to maximize reach to people who are looking to shop, as opposed to those coming to its app for entertainment, while on the other, it’s working with influencers to help them understand how they can use live shopping broadcasts to make more money in the app.

That’s a much different approach to how TikTok looked to build its live shopping team in the UK, with its aggressive approach to promoting the option eventually turning away both potential partners and shoppers alike.

TikTok has, however, seen success with live shopping in Asian markets, with its live-stream commerce tools seeing growth in Thailand, Malaysia and Vietnam. 

It’s just the western markets that need to catch up – but will live-stream commerce ever catch on in non-Asian regions? And if not, what’s the difference between the two approaches that’s seen it go massive with some audiences, but flop for others?

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Live-stream commerce is huge in China, where the local version of TikTok, called Douyin, has become a key conduit in helping connect streamers to revenue opportunities.

That spells opportunity for social apps – but thus far, TikTok, Facebook, and YouTube have all been forced to dial back their live-stream commerce efforts based on lukewarm audience response.

But TikTok needs to make it happen. The challenge for TikTok is that it can’t insert pre and mid-roll ads into its short video clips, which makes creator revenue share more difficult, as it can’t then directly attribute each ad to the relative performance of a creators’ clip.

That’s not to say that TikTok’s not making money – TikTok brought in $990 million in revenue in Europe alone last year. But without a system to pass on a relevant percentage of that income to creators, eventually, questions will get asked, and like Vine before it, the top stars will want to know why TikTok is making billions on the back of their videos, while they’re fed comparatively tiny amounts from the same.

Again, it’s live-stream commerce that’s been TikTok’s savior in China.

Douyin’, generated $119 billion worth of product sales via live broadcasts in 2021, a 7x increase year-over-year, while the number of users engaging with eCommerce live-streams exceeded 384 million, close to half of the platform’s user base.

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Overall, the Chinese live-stream commerce sector brought in over $300 billion in 2021, which is almost half of the entire US retail eCommerce market.

It makes sense, then, why TikTok is so keen to ‘make fetch happen’ in western nations as well – but increasingly, it seems as though western users just aren’t interested in buying from streamers online.

The Middle East is showing promise. According to one report, some agencies are gaining traction with popular streamers in the Middle East, which shows that this is not an Asia-only trend. That’s likely buoyed TikTok’s hopes, which may be part of this new push, but it still has its work cut out for it in getting widespread take-up in more regions.

It is possible, of course, and it may still become a bigger thing at some stage. But right now, it’s hard to see how TikTok’s going to get over the initial adoption hump, and gain momentum with its live-stream commerce offerings.

But via initiatives like these, it might, and if it can, that could be a huge boost for TikTok’s broader expansion plans. Because with YouTube gaining traction with Shorts, and adding its own monetization pathway with Shorts ads, you can bet that the top creators are looking in YouTube’s direction as a means to make real money from their creativity.

In essence, TikTok needs live commerce to become a transferable trend – but whether it can make it so remains the key question.

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But if it can, that will open up a range of new considerations, for many brands.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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